SKIN EDIT OC: Skincare Branding + Squarespace E-Commerce Website
TL;DR: Cassie was ready to close her esthetics studio, but not walk away from the clients, products, and trust she had built around it. I helped turn Glow Studio into Skin Edit, a family-run skincare brand and Squarespace e-commerce site built around curated products, real esthetician guidance, custom photography, and a shopping experience that still felt personal.
Rebranding an Esthetician Practice Into an Online Skincare Business
Brand Naming + Strategy · Visual Identity · Messaging · Squarespace E-Commerce Web Design · Product Photography · Lifestyle Photography + Video · Product Catalog Entry · Social Media Templates · Print Design · SEO FoundationsCassie had spent years building trust with her esthetics clients through Glow Studio.
They came to her for treatments, of course, but they also came because they trusted her to tell them what their skin actually needed; which products were worth buying, what made sense for their routine, and what they could probably skip.
When she decided to step away from operating the studio, she didn’t want those relationships (or all of that hard-earned trust) to disappear with it.
So this project quickly became about a lot more than building an online shop.
The new business would be family-run behind the scenes, with Cassie remaining the esthetician, expert, and face of the brand. Together, they wanted to create something that could keep serving existing clients while also reaching people far beyond the treatment room.
We needed to take what people already loved about working with Cassie and find a way to make it work online: the personal guidance, the thoughtful recommendations, and the feeling that there was an actual human on the other side who cared about your skin.
Glow Studio became Skin Edit, an esthetician-curated skincare brand built around a much simpler idea:
Your skin doesn't need more.
It just needs the right edit.
Brand Strategy for an Esthetician-Led Skincare Brand
Glow Studio’s existing website was basically a landing page and scheduling system, which made perfect sense for an in-person esthetics practice. But an e-commerce business needed to do a whole lot more.
They knew they wanted to keep selling the professional skincare products Cassie’s clients already loved, but they didn’t want Skin Edit to become another beauty site with a million serums, cleansers, and moisturizers tossed onto a shop page with a cheerful little “good luck!”
The personal support had always been the important part.
They wanted customers to feel seen and cared for, not like they were simply clicking “add to cart” and being sent on their way. The name Skin Edit came directly from the role Cassie was already playing for her clients. She wasn’t trying to sell people the biggest routine possible. She was helping them cut through the noise and figure out what was actually worth using.
And skincare can be… a lot.
There is always another product, another ingredient, another ten-step routine, another person on the internet insisting your face will fall off if you’re not using the serum of the week. So instead of building the brand around more, we built it around editing.
Professional skincare, thoughtfully narrowed down by an actual licensed esthetician who understands that every person’s skin is different.
That idea became the thread running through everything: the name, the messaging, the website, the product organization, the photography, and the customer experience. Skin Edit didn’t need to be the loudest skincare brand online. It needed to feel knowledgeable, beautiful, clear, and genuinely helpful.
“We had big hopes for a beautiful, professional site, but our vision wasn’t exactly crystal clear, and, if we’re being honest, it kept evolving along the way... We’re so relieved we had you to help guide us through the process, take all of our ideas (yup! they kept changing along the way!) and turn them into something cohesive, polished, and effective for our branding and products.”
Building a Visual Identity for SKIN EDIT
Skincare branding has a funny habit of heading straight toward one of two places:
Stark white clinical minimalism or Soft beige spa land.
Neither of those felt right here.
Skin Edit needed to feel polished and trustworthy, but Cassie is also warm, approachable, funny, and very much a real person. I wanted the brand to have enough refinement to sit comfortably beside professional skincare products without suddenly feeling cold, exclusive, or overly precious.
The visual identity grew around warm neutrals, rich browns, clay, sage, gold, and deep blue, with an editorial type system and a botanical-inspired mark that brought in just enough softness.
It feels elevated, but still human. Which was the whole point.
Product PHOTOGRAPHY + Lifestyle Content for E-Commerce
Because Skin Edit was becoming an e-commerce business, the photography couldn’t be an afterthought. (And let’s be honest, with me, it never is.) It was part of the website strategy from the beginning.
I photographed the products so they would feel like they belonged inside the Skin Edit world instead of looking like a collection of random manufacturer images pulled from different places. I also captured lifestyle photography and video during one of their signature skin care parties, “Gather and Glow”. I wanted potential customers to see an authentic visual of the party, not just stock imagery of women laughing together with champagne glasses.
And because I already knew where the images were going, I could shoot with the website in mind: wider images for banners, tighter product groupings, vertical crops, close details, and supporting imagery that could also work across social and print.
That kind of continuity matters a lot in e-commerce. The product is still the product.
But the way you present it is what makes the shop feel like your brand.
Building a Squarespace E-Commerce Website Around Real Esthetician Guidance
And then came the product catalog.
Every. Single. Product.
I built out each individual product listing with the description, benefits, ingredients, usage information, imagery, and the details someone would actually need when they were trying to decide what belonged in their routine. This was easily one of the most time-consuming parts of the entire project, but it mattered.
If someone is shopping for professional skincare online, the page can’t just say “hydrating serum” and hope for the best. They need enough information to understand what it does, who it’s for, how to use it, and whether it actually makes sense for their skin. The product pages needed to do some of the explaining Cassie would normally have done in person.
But we also knew a product page could never replace Cassie entirely. And we didn’t want it to.
Real esthetician guidance was one of the biggest reasons Skin Edit existed in the first place, so I wanted that support woven throughout the site instead of buried on a contact page somewhere.
That’s where “Ask Cassie” came in.
Throughout the website, I built in calls to action inviting customers to reach out when they weren’t sure what to choose. Those buttons led to a custom form where someone could tell Cassie about their skin, explain what they were struggling with, share what they were currently using, and even upload photos. And then they would hear back from Cassie herself.
Not an automated quiz.
Not an algorithm pretending to know your unique skin.
A real licensed esthetician looking at what you sent and helping you figure out what makes sense. The goal was to never remove the personal relationship Cassie had built with her clients. It was to build that relationship into the website.
“We knew enough to know what we wanted it to feel like, but not necessarily how to make all of that happen online. Having someone who could take our ideas, ask the right questions, and turn our vision into an actual website was such a relief.”
Creating a Skincare Shopping Experience That Felt Personal
I thought about the shopping experience as part of the storytelling.
The website couldn’t treat the shop itself as an afterthought. It needed to help someone understand Skin Edit, trust Cassie, figure out what might work for their skin, and move naturally toward the products without feeling like BUY NOW was following them around the internet with a megaphone. Instead of making customers start with one giant catalog, I created dedicated pages for each Edit: curated groups of products built around different skin needs and routines.
Those pages gave customers a much easier way into the shop.
And throughout the rest of the website, I kept creating natural paths back toward products: related recommendations, featured Edits, product callouts, and thoughtful calls to action based on what someone was already reading.
So if someone came for Cassie’s story, skincare education, or help with a particular concern, they always had a clear next step. The goal was to keep visitors engaged without making the entire website feel like one long sales pitch.
The RESULT: A Cohesive Skincare Brand Built Beyond the Treatment Room
By the time everything came together, Skin Edit wasn’t just Glow Studio with a new logo and a shopping cart.
It had become its own business.
The brand had a point of view. The website could explain what made Skin Edit different even when Cassie wasn’t standing beside the customer. The products felt connected instead of dropped into a storefront. And the personal care that had built Glow Studio’s reputation was still there; just translated into a new kind of experience.
And that was really the bigger goal for Skin Edit all along.
Not to recreate the treatment room online. But to carry forward the part people trusted most.
One of the biggest changes was simply how confidently they could share the business afterward:
“There’s a completely different feeling when you’re excited to share your website instead of thinking, ‘Well… hopefully they don’t click around too much.’”
And that’s one of my favorite measures of whether a project worked. Not just, “Does it look better?” But, “Does your business finally feel like something you’re proud to send people toward?”
Because when your brand actually feels like the business you’ve been trying to build, you show up differently. You share it more confidently. You stop apologizing for the website before anyone opens it. And you finally have something that can do a little more of the heavy lifting with you.
Find your own edit →
Visit Skin Edit to explore Cassie’s curated skincare recommendations and see the full brand in action.
“We came to trust your vision even more than our own, and honestly, that’s such an easy thing to do when you know you’re working with someone who is genuinely an expert at what they do. You took our sometimes-changing, sometimes-not-so-clear ideas and somehow always seemed to understand what we were trying to say. That feeling of ‘Oh, she gets it’ was there right from the start.”
Your business might need an EDIT, too.
Maybe you’ve outgrown the website you started with.
Maybe your products are great, but the way they’re showing up online isn’t doing them any favors.
Or maybe you just know the whole thing could feel a lot more you, and a lot easier for your customers to navigate, trust, and buy from.
Whether you need a full brand + website, an e-commerce experience that actually makes sense, or photography that feels like it belongs to your brand, I’d love to hear what you’re working on.